Sowon Launches Neovea: A Global Basic Skincare Brand

Sowon unveils Neovea, her new essential skincare brand.
Fans worldwide praise her bold step into beauty.
A sincere project aimed at global reach.

After keeping fans guessing for months, Sowon has finally revealed the secret project she has been quietly working on. On November 13, the former GFriend leader who is now active as a solo artist officially announced the launch of her new basic skincare brand, Neovea, through her personal Instagram account. She explained that she spent more than a year studying and refining every detail before feeling confident enough to introduce the brand to the public. In her message, Sowon emphasized that Neovea was created with sincerity from start to finish, and she asked fans to look forward to seeing a new side of her.

The name Neovea is a combination of “Neo” (new) and “Vea” (beautiful), representing her vision of presenting beauty in its most essential form. The official launch is scheduled for November 17, and Sowon promised to share more details about the products and purchasing process, including potential global availability, on that date.

Neovea: From Idol to Entrepreneur, Sowon’s New Dream

Neovea is more than just a cosmetic line. It symbolizes a new chapter in Sowon’s journey. Since debuting with GFriend in 2015, she gained widespread recognition through hits such as “Me Gustas Tu,” “Rough,” and “Glass Bead.” After the group disbanded in 2021, she continued her career as an actress and solo artist. Now, venturing into skincare marks a bold but fitting move that aligns with the growing trend of K-Pop stars branching into the beauty industry. Still, Sowon assured fans that she is not abandoning her artistic career. Instead, Neovea serves as another space for her to express the creativity and discipline she honed in the entertainment world.

In her official statement, she shared that she spent the past year studying real skin needs and creating formulas centered on “the most basic beauty.” This indicates that Neovea will focus on essential skincare such as cleansers, toners, moisturizers, and sunscreen, simple products that are often overlooked amid the flood of multi-functional items. The Neo and Vea name pairing reinforces her desire to introduce something new while maintaining high quality. Interestingly, the Neovea website already supports international credit card payments including Visa, MasterCard, and JCB, which sparked speculation that the brand aims for global accessibility. Many fans commented “please make it global!!” and Sowon hinted that international expansion is indeed part of her plan.

Fans who have followed Sowon since her GFriend days know she consistently keeps them close to her heart. In her announcement, she expressed gratitude and asked for their continued support, promising to remain sincere and hardworking. This message resonated strongly with netizens, reflected in many comments such as:

“Our leader Sowon really makes us proud.”

“We kept saying you were doing well, and now you truly are… Keep growing, CEO Sojung.”

“The CEO is beautiful.”

“So sudden???!!! So cool.”

“Congratulations Sowon!!! I can’t wait!!”

“My girl is now a beauty brand founder. So cool.”

“Huh? WOWWW, I didn’t expect her to become a businesswoman… So cool.”

“Proud.”

Public reaction was equally vibrant. Netizens praised Sowon’s bold transition from K-Pop idol to beauty entrepreneur. Many expressed surprise and pride. 

“so sudden???!!! so cool”

“IM SO PROUD OF U”

“she was quiet but suddenly moved and became a CEO”

“my girl is now a beauty brand founder”

“Sowon, you already have all my salary and savings”

From Korea to overseas, fans flooded her post with congratulations and excitement to try her first product. One fan even wrote, “Sowon, you already have all my salary and savings,” capturing just how eager they are to support Neovea.

These multilingual messages from Korean to international fans show the strong global excitement for Neovea. Many even declared they are ready to purchase the entire product range the moment it becomes available. Such overwhelming support is a crucial social foundation for new brands entering a competitive market.

Despite the excitement, there is still much to anticipate. Sowon has not yet revealed details about the first product, pricing, or distribution strategy. However, the fact that she is personally involved in planning and product development reassures fans that Neovea is not just a name on a label but a true passion project. With her experience in entertainment, understanding of self-presentation, and strong work ethic, Sowon appears ready to deliver something distinctive. If successful, Neovea could become a prime example of a K-Pop idol successfully transitioning into a sustainable business.

In closing, the launch of Neovea proves that Sowon’s journey is far from over. After conquering the music stage, she is now challenging herself in entrepreneurship. The overwhelming support from fans around the world signals great potential for Neovea. With a sincere approach and strong foundation, the public is eager to see whether this brand will meet expectations and further solidify Sowon as a multitalented figure who continues to grow.

Source: Allkpop, TV Reports